5 Fascinating Things We Learned About the Future of AI from Cornwall’s Very Own AI Expert
AI is no longer something that belongs in the distant future. It is already changing how businesses operate, how customers find information, and how brands compete online.
At this month’s Cornwall Business Fair, we joined businesses from across the region to hear from keynote speaker Professor Andy Pardoe – AI strategist, Professor of AI Strategy at the University of Warwick and Chair of the Deep Tech Innovation Centre – as he explored one of the biggest questions facing organisations today:
How do UK businesses win the AI race?
From AI assistants and workplace transformation to the future of online search, Andy shared fascinating insights into where this technology is heading – and what businesses should be doing now to stay ahead.
Here are five things that stood out to us.
1. AI gives small businesses the opportunity to punch above their weight
One of the most exciting points Andy made was that AI could be a genuine advantage for smaller businesses.
Historically, larger organisations have had the budgets, teams and resources to dominate markets. But AI is changing the landscape.
As Andy explained:
“For a small business, AI is a chance to punch above your weight and get ahead of those not adopting it.”
The key is understanding how to use these tools effectively. As with any technology, the value comes from knowing how to get the best results – and that starts with learning how to communicate with AI models through effective prompting.
“There’s a massive skill in knowing how to prompt these language models – it gives you superpowers if you know what you’re doing with these things.”
For businesses, this means AI is not simply about having access to the latest tools. It is about developing the knowledge and strategy to use them to save time, improve productivity and create better customer experiences.
2. AI will become your personal business assistant
One of Andy’s predictions was that we will increasingly work alongside AI assistants that take care of repetitive tasks and everyday administration.
Imagine an AI assistant that understands your preferences, manages your diary, organises travel, handles routine communications and helps you make decisions based on your own history and habits.
Rather than replacing people, the future of AI could be about removing the mundane tasks that take up valuable time – allowing humans to focus on creativity, relationships, strategy and problem-solving.
A frequently cited example is IKEA, which introduced AI into customer service processes to handle routine queries while retraining employees for more valuable advisory roles, such as helping customers plan kitchens and interiors.
It demonstrates that rather than replacing humans, AI has the potential to enhance the way we work. When implemented thoughtfully, it can free people from mundane tasks and help them move into more satisfying and higher-value roles.
3. AI development is moving incredibly quickly – and regulation will matter
Another key discussion point was the speed at which artificial intelligence is developing.
AI systems are becoming increasingly capable, raising important questions around safety, responsibility and regulation.
As Andy highlighted, we are approaching a point where technology is becoming extraordinarily powerful – making it essential that businesses, governments and developers consider how AI is controlled and used responsibly.
The future will likely involve clearer rules around access, accountability and transparency.
The exciting opportunity is huge, but so is the responsibility that comes with building and adopting these technologies.
4. AI isn’t always predictable
One fascinating observation from Andy was that AI tools can sometimes appear to perform differently depending on when and how they are used.
Large AI models require enormous computing resources, and providers constantly manage capacity, updates and maintenance behind the scenes. This means users may occasionally notice differences in performance.
It is a reminder that AI is not a magic button – it is a rapidly evolving technology that businesses need to understand and adapt alongside.
5. Search is changing – and businesses need to prepare for AI visibility
Perhaps the biggest takeaway for us as a digital marketing agency was the changing future of search.
Traditionally, businesses focused on ranking highly on Google because customers searched the web, clicked results and visited websites.
That world is changing.
Today, customers are increasingly asking AI platforms such as ChatGPT, Google AI Overviews, Perplexity and Gemini for recommendations and answers.
The question businesses now need to ask is:
How do I make sure AI tools recommend my business?
This is where AI Search, Generative Engine Optimisation (GEO) and a new approach to digital marketing come in.
At HookedOnMedia, we help businesses prepare for this next generation of search by improving the signals that AI models use to understand, trust and recommend brands.
Generative Engine Optimisation involves creating authoritative content, strengthening your online reputation and structuring your website so AI systems can better interpret your expertise.
Traditional SEO is still important – but it is no longer the whole picture.
Research suggests that many AI Overview citations come from sources outside the traditional top Google rankings, meaning businesses need to think beyond keywords and rankings alone.
Staying Ahead in the AI Era
Professor Andy Pardoe’s message was clear: AI represents one of the biggest opportunities businesses have seen in decades.
The companies that benefit most will not necessarily be the ones with the biggest budgets – they will be the ones that understand how to use AI effectively.
At HookedOnMedia, we are helping businesses navigate this changing digital landscape, from traditional SEO to AI Search optimisation.
We’re excited about the opportunities this creates for businesses of all sizes, and we’d love to help you make sure your business is ready for what comes next.
Talk to our (human!) AI Search experts today.
